Each year Tourism New Zealand commissions independent research
to gain a sense of how satisfied our international visitors are
with the holiday experience New Zealand provides.
Making sure that international visitors have an enjoyable
experience is key to the future of the tourism industry. Visitors
that have the experience of a lifetime while on holiday in New
Zealand are more likely to recommend the destination to other
people or return for a second visit themselves.
Conducted annually, the Visitor
Experience Monitor (VEM) provides a benchmark for the New
Zealand tourism industry from which to improve the experiences it
offers visitors.
Summary
Visitors from Japan were satisfied with their New Zealand holidays
in 2010/11, rating them 8.6 out of 10 on average. However, this was
lower than the overall average across all markets and slightly down
on 2009/2010 levels, when Japanese visitors rated their New Zealand
holiday 8.7 out of 10.
Visitors from Japan were most satisfied with the New Zealand
environment (rated 8.9 out of 10) and the activities they did while
in New Zealand (rated 8.4 out of 10). The area where Japanese
visitors were least satisfied was food and beverage which was given
an average rating of 7.5 out of 10. The low score that food and
beverage received was primarily as a result of price as opposed to
quality of food and beverage which Japanese visitors rated quite
highly.
In terms of determining overall satisfaction, activities are the
most important components of a visit for Japanese visitors, making
up 35 per cent of overall satisfaction. The next most important
determinants of overall satisfaction were i-SITE experiences which
made up 17 per cent of overall satisfaction and food and beverage
which made up 14 per cent.
For further information on the Japanese market download the Japan
VEM Market Summary below.